L.L.Bean Drops “Boat Tote” Trademark Lawsuit

When L.L.Bean recently filed — and then abruptly dropped — its trademark lawsuit over a “Boat Tote” copycat, the move offered an important lesson for small businesses navigating trademark enforcement.

As reported by Press Herald, L.L.Bean sued promotional products company 4imprint, accusing it of infringing the iconic “Boat and Tote” trademark. But just a few months later, L.L.Bean voluntarily dismissed the case without a settlement — raising questions about strategy, brand protection, and risk management.

What Was the Trademark Dispute About?

L.L.Bean’s “Boat and Tote” bags have been a staple of the brand’s identity for decades, easily recognizable by their heavy canvas material, color-accented handles, and simple design.

4imprint, a major supplier of customized promotional items, offered a similar canvas tote under the name “Boat Tote.” L.L.Bean argued this name, combined with the look of the bags, created a likelihood of confusion among consumers — the core test in trademark infringement cases.

Trademark owners are required to enforce their rights to maintain them, so L.L.Bean’s initial lawsuit wasn’t surprising. But the sudden dismissal shows that enforcement isn’t always black and white.

(For more on how trademark enforcement works, see our guide to trademark monitoring services.)

Why Did L.L.Bean Drop the Lawsuit?

While L.L.Bean hasn’t explained its full reasoning, public statements suggest the decision was strategic. The company said it remains “fully committed to protecting the Boat and Tote trademark.”

In contrast, 4imprint emphasized that it “acted in good faith” and that it believes it “did not infringe.”

The dismissal suggests that L.L.Bean weighed the potential cost of litigation — including legal expenses, negative publicity, and business distraction — against the value of pursuing the case. Sometimes, even large brands conclude that walking away protects their broader interests better than a long courtroom battle.

If you’re facing an infringement issue, working with an attorney early on can help you evaluate when to escalate and when to negotiate. (Learn more about trademark infringement litigation.)

Key Takeaways for Small Businesses

This case offers several important lessons for small business owners:

• Enforce Your Rights Thoughtfully: Trademark owners must actively police their marks, but enforcement should be strategic. Not every potential infringement is worth a lawsuit. Sometimes a cease and desist letter or coexistence agreement resolves matters faster and more cost-effectively. (Learn about trademark coexistence agreements.)
• Evaluate the Full Business Impact: Before suing, weigh the legal merits and the potential effect on your brand reputation, customer loyalty, and operational focus.
• Protect Your Brand Before Problems Start: Early trademark registration, proactive monitoring, and strong product differentiation can help prevent conflicts and strengthen enforcement later.

Small businesses often assume that only major brands like L.L.Bean have to worry about these issues. In reality, smart brand protection strategies are critical at every stage of growth.

Conclusion: Strategy, Not Just Strength

L.L.Bean’s decision to drop its lawsuit reminds us that protecting a brand isn’t just about being aggressive — it’s about being strategic. Small business owners should approach trademark enforcement with the same mindset: weigh the risks, consider the alternatives, and always keep the bigger picture in mind.

Need help navigating a potential trademark dispute? Contact Harrigan IP today to schedule a consultation with an experienced trademark attorney.